Let’s Set the Record Straight
There’s a common misconception that resale eats into your new product sales. We understand why — it feels intuitive. If someone buys second-hand, they’re not buying new, right? But the evidence tells a different story. Again and again, resale proves to be a growth lever — not a threat.
At RMX, we work with forward-thinking retailers and brands who want to get ahead of the resale curve — without risking their core business. Here’s what the data, trends, and experience tell us: resale doesn’t cannibalise — it complements.
1. Resale Buyers Aren’t Your Typical Customers
They’re often:
- Value-focused shoppers who wouldn’t have paid full price.
- Environmentally driven consumers opting out of new purchases.
- Hunters of unique finds, chasing sold-out or exclusive items.
Key stat: 75% of resale buyers say they wouldn’t have bought the item new. That’s an entirely new customer base you’re reaching.
2. Resale as a Brand Entry Point
Think of resale as a ‘brand trial’. It’s often someone’s first interaction with your label. And the exciting bit? Many come back — and buy new.
The figures say it all:
- 1 in 3 shoppers discover a brand through resale.
- 44% of them later make a full-price purchase.
- Lululemon found that over 50% of resale platform visitors were entirely new to the brand.
3. Resale Expands the Market — It Doesn’t Shrink Yours
Resale isn’t about trading one sale for another — it’s about reaching more people:
- It meets demand that full-price products can’t satisfy.
- It extends the lifespan of quality stock.
- It can even stimulate new sales by re-engaging past customers.
Example: Patagonia and Arc’teryx have both reported new sales growth driven by resale. Bain & Company’s research supports this — brands with resale programmes saw a 15% uplift in full-price sales.
4. A Smarter Way to Handle Inventory
Let’s talk about overstocks, returns, and items that fall short of perfection:
- Resale allows for better margin recovery.
- Reduces reliance on heavy discounts.
- Maintains brand integrity while enhancing sustainability.
Snapshot stats:
- 30% of fashion inventory goes unsold globally.
- Brands using resale recovered twice as much revenue as those relying on liquidation.
- RMX clients achieve up to 45% margin recovery on resale stock.
5. Shoppers Understand the Difference Between New and Pre-Owned
It’s not one or the other. Here’s what we see:
- New items are still preferred for gifting, big events, or special purchases.
- Resale appeals when people want value, sustainability, or to experiment with style.
What the research shows:
- 62% wouldn’t consider gifting a second-hand item.
- 68% say the condition of the item is a make-or-break factor.
So What’s the Real Story?
Resale adds to your business — it doesn’t take away from it. When done well, it:
- Attracts new customers
- Builds long-term loyalty
- Creates additional revenue
- Supports sustainability and compliance objectives
All the Data in One Place
| Concern | What the Evidence Shows |
|---|---|
| “Resale reduces new sales” | 75% of resale buyers wouldn’t have bought new |
| “It weakens our brand” | 1 in 3 discover brands via resale |
| “Hurts our sell-through rates” | +15% new sales after launching a resale programme |
| “Returns are just a loss” | Resale delivers 2x more revenue than traditional liquidation |
| “Shoppers won’t return to new” | 44% of resale buyers become full-price customers |
Want to Know More?
At RMX, we help brands unlock resale the right way — with data, operational support, and commercial insight. From performance tracking to customer conversion and smarter stock recovery, we help you make the most of every item.
Let’s make resale work for your business.